Competitive Landscape
Nabati Boosts Share with Digital Campaigns as Mayora Defends Leadership
The landscape for sweet biscuits, snack bars and fruit snacks remains concentrated in 2026, with Mayora Indah Tbk PT expected to maintain a clear lead at 31% share in 2026, followed by Kaldu Sari Nabati Indonesia PT at 15%. Over the period from 2021 to 2026, concentration has remained relatively stable at the top, with Mayora’s share increasing from 29% to 31% and Nabati’s growing from 14% to 15%.
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Overview:
Understand the latest market trends and future growth opportunities for the Sweet Biscuits, Snack Bars and Fruit Snacks industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Sweet Biscuits, Snack Bars and Fruit Snacks industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sweet Biscuits, Snack Bars and Fruit Snacks in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sweet Biscuits, Snack Bars and Fruit Snacks in Indonesia?
- Which are the leading brands in Sweet Biscuits, Snack Bars and Fruit Snacks in Indonesia?
- How are products distributed in Sweet Biscuits, Snack Bars and Fruit Snacks in Indonesia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Sweet Biscuits, Snack Bars and Fruit Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Indonesia?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Sweet Biscuits, Snack Bars and Fruit Snacks in Indonesia - Category analysis
Key Data Insights
Sweet Biscuits, Snack Bars and Fruit Snacks Summary
Demand Increasingly Anchored in Value-Focused Purchasing, Influencing Sales
Brands Refresh Engagement through Pop Culture and Lifestyle Integration
Health Cues and Flavour Innovation Drive Biscuit Appeal
Brands Are Set to Use Premiumisation to Capture Rising Incomes
Brands to Boost Digital Engagement and Hype-Led Launches to Sustain Demand
Fortified Biscuits and Smaller Packs to Drive Wider Acceptance and Frequent Purchase
Nabati Boosts Share with Digital Campaigns as Mayora Defends Leadership
Small Local Grocers Anchor Impulse Biscuit Buying for Schoolchildren
Convenience Retailers Expand Digital Platforms to Fuel Online Biscuit Growth
Discounts and Proximity to Drive Channel Loyalty Amid Rising Online Competition
Tango and Nabati Activate Impulse and Engagement through Format and Culture
Twice Partnership Powers Nabati’S Shareable Snacking Push
Lemonilo and Tango Expand Crispy Brownies to Capture Indulgence and Health
Snacks in Indonesia - Industry Overview
2026 Developments
Key Data Insights
Consumer Insight-Driven Marketing Strategies Sustain Growth Amid Cautious Spending
Accessibility and Affordability Strategies Fuel Steady Demand
Chilli-Forward Flavour Innovation Sparks Repeat Trial and Social Sharing
Impulse Buys, Smaller Pack Sizes and New Flavours to Refresh Growth Momentum
Spicy Flavour Launches and Health-Consciousness to Drive Value Growth
Emotional Marketing and Digital Buzz Sustain Impulse Purchases
Mayora Indah Tbk Pt and Garudafood Group Maintain Snacks Leadership
Brand Power Fuels Pepsico’S Indonesian Comeback
Agility and Distribution Take Centre Stage in Snack Innovation
Small Local Grocers Sustain Daily Impulse Snacking with Wide Reach
Convenience Stores Maintain Relevance through Aggressive Expansion and Launches
Alfagift and Klik Indomaret Drive E-Commerce Adoption with Fast Delivery
Mixue and Ai-Cha Tap Foodservice Momentum
Pepsico Rallies Shares with Bold, Culture-Driven Strategies and Emotional Marketing
Glico Wings Shapes Innovation through Affordability and Engagement
Country Reports Disclaimer
The following categories and subcategories are included:
Sweet Biscuits, Snack Bars and Fruit Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
Sweet Biscuits, Snack Bars and Fruit Snacks
This is the aggregation of sweet biscuits, snack bars, and fruit snacks.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sweet Biscuits, Snack Bars and Fruit Snacks research and analysis database.
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